American sports equipment brand Warrior Sports is rallying hockey and lacrosse enthusiasts around what it calls a “complete transformation” of how it views its athletes and products.
In the company’s global brand repositioning, the creative uses a boisterous rallying cry and action from its two key sports, hockey and lacrosse, to empower athletes to break through barriers, whether mental, physical, or technological.
“The rally/hype positioning was a natural fit for Warrior because it captures the essence of the Warrior spirit, that inner drive to overcome challenges and break through barriers,” says Sacha Ouimet, global marketing and creative director at Warrior Sports. “We saw an opportunity to align this mindset with our athletes, who thrive on motivation, teamwork, and pushing beyond their limits.”
The brand is collaborating with some of the most recognized names in the industry, such as lacrosse stars Trevor Baptiste (above) and Kylie Ohlmiller, as well as NHLers Leon Draisaitl, Zach Hyman and Brad Marchand (pictured, below), to name a few.
One media tactic that the brand is hoping will make a significant impact is the upcoming rollout of real-time athlete content in the next few months, he explains. This includes behind-the-scenes footage, hot mic moments, and training sessions from athletes at all stages from beginners to pros.
“What’s key here is how we’ll integrate our breakthrough products into these stories, showcasing how our gear is part of every athlete’s journey to success,” Ouimet says. Additionally, user-generated content will be encouraged, allowing the community to share their experiences using Warrior Sports, further amplifying the brand’s presence.
The target, he explains, spans all athletes from amateurs to seasoned professionals. And the campaign involves “significant investments” in digital transformation, regional strategy alignment, and content creation, making it “one of the most ambitious undertakings in Warrior’s history.”
While The Hive provided initial strategic input, the majority of the campaign (90%) was executed internally, says Ouimet. It partnered with production house Nova Film on creative development.
